Apparently, Snapchat users aren’t as into Fake News as the executives at CNN had hoped.
Only four months after its launch, the network has reportedly ended a daily newscast tailored for Snapchat users. Called “The Update,” the program did not produce the advertising revenue required to keep itself independently afloat.
Oh. CNN is killing its Snapchat show because "there wasn’t a clear enough path to make money." pic.twitter.com/M5DTPkLIou
— Shira Ovide (@ShiraOvide) December 22, 2017
Instead, Snap Inc. and CNN plan to try to reach its digital audience using other means.
“Snap and CNN have built a great partnership over the years and our teams have enormous admiration for each other,” said the companies in a joint statement. “We plan to keep working together and mutually decided to hit pause as we explore the best opportunities for doing that. Our relationship will very much be continuing.”
The LA Times described the move as a “rare retreat” for CNN, “as media companies have been rushing to create short-form programming to reach Snapchat’s young adult audience — people who spend little time with traditional television.”
Meanwhile, other networks have rushed to establish a presence in the space. In November, ESPN started a “Sportscenter” edition on Snapchat, and NBC has run a newscast called “Stay Tuned” twice a day since August.
When “The Update” began only four months ago, Snapchat’s senior director of content programming, Sean Mills, said, “It’s more critical than ever that Snapchatters have access to the best journalism in the world, right when news breaks, and we’re excited to watch CNN deliver that to them through ‘The Update.'”
Either it wasn’t all that critical, or Snapchat misjudged the so-called “best journalism in the world.” We’ll let you decide which.
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